ANALISA DESKRIPTIF EKUITAS MEREK MADAME CHANG SURABAYA

Olivia Olivia, Elvia Tedjo, Regina Jokom

Abstract


Abstrak
Penelitian ini bertujuan untuk menggambarkan ekuitas merek restoran Madame Chang. Penelitian menggunakan metode analisa statistik deskriptif dengan menyebarkan kuesioner kepada 348 responden. Hasil penelitian kesadaran merek menunjukkan bahwa Madame Chang menjadi top of mind restoran Asia sehat dalam benak konsumen. Madame Chang diasosiasikan konsumen sebagai restoran yang sehat, nyaman dan memiliki menu yang enak. Persepsi kualitas terhadap produk dan layanannya masuk dalam kategori baik. Loyalitas merek berada dalam tahap committed buyer dan konsumen bersedia untuk datang kembali ke restoran Madame Chang.
Kata Kunci: ekuitas merek, kesadaran merek, asosiasi merek, persepsi kualitas, loyalitas merek
Abstract
This research aims to describe the brand equity of Madame Chang restaurant in Surabaya. This research is using descriptive statistic analysis method by distributing questionnaires to 348 respondents. The results of brand awareness dimension show that Madame Chang become top of mind in healthy Asian restaurant category. Customer associate Madame Chang as healthy, comfortable and good taste restaurant. Perceived quality towards product and service is categorized as good. Consumer’s brand loyalty in this research has reached committed buyer level and consumers are willing to return to Madame Chang restaurant.
Keywords: brand equity, brand awareness, brand association, perceived quality, and brand loyalty


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